News
Current theatrical release films appear on Apple TV (Updated)
By Charles Starrett
Senior Editor, iLounge
Published: Thursday, September 30, 2010
News Category: Apple TV
During our early testing of the second-generation Apple TV, iLounge has found several films available for rent that are currently in or awaiting theatrical release. I’m Still Here, the quasi-documentary starring Joaquin Phoenix which debuted in theaters on September 10, is available for rental for $8, while the sci-fi drama Monsters is available for rental for $11, ahead of its limited theatrical release on October 29. It is unclear whether Apple has plans to continue to offer theatrical release films for rent at higher prices, or whether these offerings are simply one-off titles and not indicative of a larger trend.
Update: It appears the films were available for rent through iTunes prior to the release of the second-generation Apple TV, and are not related to the set-top box’s launch.
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1
The pricing is as inane as for TV rentals, so it must be true: For the $11 cost to rent the movie at home in 720p quality on the small screen, I can go to the theater.
I don’t know who Apple put in charge of iTunes rental pricing, but he/she does not have a grasp on reality.
Posted by Farnsworth on September 30, 2010 at 8:08 AM (PDT)
2
Considering that the movie industry is considering $30 rentals of movies shortly after they have been released in movie theaters, this is actually a good deal. I thought the idea of charging that much to be ludicrous initially until I read the comments on Engadget HD’s site about this concept. I still think it’s over priced, but after reading the comments I found that this service is really for families that may otherwise prefer to avoid movie theaters and crowds. That and they also say by time you buy the family their movie tickets and what not, your paying pretty much the same price if not more. Personally I still think this is gouging, but I understand their point.
Posted by Phoenixfury on September 30, 2010 at 10:27 AM (PDT)
3
Sadly, I don’t think anybody at Apple is truly in charge of iTunes rental pricing, at least not beyond deciding whether they’re going to make things available at the prices that the studios demand…
Posted by Jesse Hollington in Toronto on September 30, 2010 at 1:57 PM (PDT)
4
... in other words, don’t shoot the messenger.
Posted by rockmyplimsoul on September 30, 2010 at 6:40 PM (PDT)
5
I give Apple a lot of criticism where it’s warranted, but, yes, the rental pricing, particularly for “first run” entertainment is not their fault. The troglodytes in charge of these copyright holding firms are still stuck in the early 1990s. They haven’t gotten the memo yet that all their stuff is and will continue to be available on demand across the globe and it’s purely a matter if they want a slice of the pie they helped to make in the first place or if they’ll continue to deny reality and ignore these profit streams.
Posted by Code Monkey in Midstate New York on October 1, 2010 at 6:58 AM (PDT)